Research On Brand Marketing Strategy Of Fresh Food E-commerce Platform Under The New Retail Background

Since the outbreak of COVID-19,the number of online consumers on domestic fresh food e-commerce platforms has increased,and the consumption scene has shifted to online,ushering in new development opportunities for fresh food e-commerce platforms.With the iterative development of network technology,mobile terminals are increasingly popular,which greatly expands the base of e-commerce users.A series of national fresh e-commerce platform policies,fresh supply chain and other infrastructure is increasingly perfect,making fresh e-commerce platform ushered in the rapid development,and showing the characteristics of "digital" and "new retail" integration.In the post-epidemic era,the industry will usher in unprecedented opportunities,but in the long term,to continue to maintain the activity of users on the e-commerce platform is a problem that fresh e-commerce enterprises need to think about,and also the key to maintain long-term high-quality development of the industry.Pupu Supermarket is one of the typical representatives of fresh food e-commerce platform.Since its establishment in 2016,it has established 316 pre-warehouses in 7cities across the country.According to qimai data,the scale of APP users of Pupu Supermarket has reached 170 million.With more and more fierce competition between fresh e-commerce platforms,Pupu Supermarket is also facing the problem of continuous transformation and outward expansion.Paper with new retail theory,integrated marketing communications theory as the theoretical basis,through questionnaire survey and in-depth interviews and other research methods,in-depth research on Pu Pu supermarkets consumers,reveal Pu Pu supermarkets are faced with the problem at present,and combining the theory of new retail in product strategy,channel strategy,promotion strategy and service strategy of Pu Pu supermarket brand marketing strategy optimization Suggestions,In order to promote the healthy development of new retail fresh electricity business in China.Through research analysis,this study concluded that Pu Pu supermarket should be strictly in terms of product quality,product variety on expanding SKU,towards the whole category one-stop online supermarket evolution,at the same time,actively develop or seek semi-finished washed vegetables such as ready-to-use food business cooperation,namely hot young consumers,namely boil,instant demand;In terms of channel layout,advanced technology,such as big data,artificial intelligence,Internet of Things,etc.,is used to empower the whole industry chain of front and back end,insight into consumers to predict market demand,precision marketing to reduce operating costs,and build a digital supply chain logistics platform.In terms of promotion,it is necessary to find consensus of user value,go deep into the multi-scene marketing of consumer life,and improve the experience of consumer platform.In terms of service,regional brand will be rebuilt by service differentiation,logistics terminal distribution service will be optimized,platform performance will be emphasized,member service system will be built,and private domain operation will be carried out to enhance consumer loyalty.These optimization strategies are of great help to Pu Pu Supermarket in the future to improve customer retention and market development,but also for the same industry fresh e-commerce in the context of the new retail brand marketing strategy to provide certain reference,conducive to the overall development of the industry.